An advertiser's sole job is to completely sell their product to their audience, and that is precisely what Pepsi does by making it the simple and only focus of this specific advertisement. The first strategy they use is comparison. They put the easily recognizable Pepsi logo and name onto the left can. The can is also the more visually appealing of the two, when compared to the nameless red can on the left (which is easily recognizable as their largest competitor, Coca-Cola). The blandness of the can on the left plays on the five senses of the consumer, specifically taste. A bland can can only mean one thing: flat soda. A consumer would much rather take a refreshing sip from the appealing can on the right rather than the bland and most likely flat can on the left. The advertisement also utilizes the background to center Pepsi as the focal point. Had the background been red, the advertisement would have been directed more towards Coca-Cola. By having their background parallel the color scheme of their logo, the focus is again pointed towards Pepsi. Lastly, their use of personification really drive home their argument that Pepsi is the product for the consumer. They gave the straws minds of their own. The one being submerged in the Pepsi is in content with its situation, while the straw on the left that is attempted to be put in the Coca-Cola can is by any means trying to keep from even touching the soda inside. If the soda is not even good enough for the straw, what makes it possibly good enough for the consumer? Through strong comparisons, paralleling background to the product, and the personification of inanimate objects, the advertising team at Pepsi solidly marks Pepsi products as the focal point and the product of choice for consumers.
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